The 3M FluorelTM Segmented Growth Program aimed to: 1) Increase retention and wallet share of key customers in the rubber processing industry. 2) Increase 3M's overall market share across sectors through targeted communications. 3) Build preference for FluorelTM among decision makers in the industry. The program involved quarterly mailings to CEOs, sales managers, and scientists with relevant information, gifts, and reminders of 3M's commitment to innovation and partnership. A database tracked leads and responses to improve program execution over time.

1. 3M Flourel™ Segmented Growth Program

2. Client: 3M Industrial Chemical Products Division
Business Objectives:
• To increase retention of 3M customers in key sectors of
the rubber processing industry: automotive, aerospace
and petrochemical sectors.
• To increase wallet share of key customers.
• To increase overall market share across all sectors.
• To build preference for Flourel™ Flouroelastomer
among the key decision makers who determine
technical specifications for high-performance rubber
products: scientists, sales managers and CEOs.

3. Client: 3M Industrial Chemical Products Division
Communication Objectives:
• Create continuity messaging targeted to the functional
interests of customers and prospects.
• Emphasize 3M's commitment to innovation through
partnering with key customers.
• Bring messaging under an umbrella theme of
teamwork and high performance.

4. Client: 3M Industrial Chemical Products Division
Program Execution:
1. CEO communications campaign
• Quarterly Processing for Profits newsletter
featuring timely, Kiplinger-style economic and
business trends information.
• Personalized, hand-signed letter from 3M's top
executive in the industry.
• Executives also received a solid walnut Post-it™
Note holder laser-engraved with their initials.
A Post-it™ Note refill pad was included with
each quarterly mailing.

5. Client: 3M Industrial Chemical Products Division
Program Execution:
2. Lab Scientist communications campaign
• Quarterly Processing Digest newsletter featuring technical tips,
applications and performance specifications.
• Multi-purpose business reply card for adding names/updating
information, requesting information, responding to promotional
offers or offering story ideas for the newsletter.

6. Client: 3M Industrial Chemical Products Division
Program Execution:
3. Candy Gram series campaign
• Quarterly mailing to sales managers, CEOs and scientists. Initial
mailing included an apothecary candy jar with 'Team 3M
Performance Polymers & Additives' logo.
• Subsequent mailings included candy refills and sports themed
pennants with quotes pertaining to teamwork and performance
excellence for display in their office.
• A customer/prospect database was developed and maintained
to track leads, responses and fulfillment.

7. 3M Fluorel™ Segmented Growth Program